Toshiba is widely expected to pull the plug on its HD DVD format sometime in the coming weeks, reliable industry sources say, after a rash of retail defections that followed Warner Home Video's announcement in early January that it would support only the rival Blu-ray Disc format after May.

Officially, no decision has been made, insists Jodi Sally, vp of marketing for Toshiba America Consumer Products. "Based on its technological advancements, we continue to believe HD DVD is the best format for consumers, given the value and consistent quality inherent in our player offerings," she said.

But she hinted that something's in the air. "Given the market developments in the past month," she said, "Toshiba will continue to study the market impact and the value proposition for consumers, particularly in light of our recent price reductions on all HD DVD players."

I was always under the impression that on average, Blu-Ray titles were cheaper than HD-DVD (as long as you don't take into account the BOGO stuff)

It varies... Fox has a ridiculous MSRP... usually get those for 28 bucks on amazon... Sony has some for 27, but they are the 2 disc editions of movies (Superbad is one, and I think Walk Hard is going to be another). The difference is HD-DVD would be more expensive generally when it was a combo disc.